Target is under fire for selling a Father's Day card that people think has problematic implications.

The card says "Baby Daddy" and depicts a black couple.

After pushback on social media, Target apologized and said the American Greetings card would be pulled from shelves.

Target is under fire for selling a Father's Day card that people think has problematic implications.

A picture of the card, which says "Baby Daddy," gained traction online after Takeisha Saunders, a biomedical engineering technician based out of Rockwall, Texas, posted a picture of it on Facebook on May 31.

The card has an illustration of a black couple on the front, and according to Saunders, was the only Father's Day card she found at Target specifically depicting people of color.

"You CANNOT be serious Target!!!! Really!!!?!!!!? This was the only Father's Day card that featured a black couple!!!!!!" Saunders wrote alongside the picture of the card.

"I was looking in the 'husband' section for a Fathers Day card. I saw many that included pictures of white couples, just words, and I was looking for one that featured a black couple. This one was the only one that featured a black couple," Saunders told INSIDER of her decision to post. "The card is made for black consumers, so I was disappointed it was the only one."

She continued: "I do not agree with jokingly using the phrase baby daddy as a term of endearment based on how I grew up and what it literally is defined as. My husband is not my baby daddy."

A 2012 essay by Sharisse T. Smith for the site For Harriet elucidates the problem with the term. "Baby Daddy was coined in the urban communities with the explosion of young unwed mothers and fathers in the late 80's and early 90's," she wrote, noting that "the phrases caught on and spread like viruses, carrying with them their derogatory subtext of abandonment and irresponsibility." Smith continued, "Stereotypes drain humanity from the targets of the stereotyping, even when the victims are complicit in their own victimization. No, it is not all right to use the phrases 'baby mama' or 'baby daddy' for cheap laughs, even when black people do it. These phrases describe real-life situations that can have unhappy consequences for everyone involved, not least the children the words refer to, if only obliquely."

Both Target and American Greetings have since apologized for the card.

"We want all guests to feel welcomed and respected when they shop at Target," Target spokesperson Joshua Thomas said in a statement to INSIDER. "We were made aware of some concerns about this card last week and are working with our vendor to have it removed from Target stores. We appreciate the feedback and apologize. It's never our intent to offend any of our guests with the products we sell."

Target, which was selling the card at many of its locations, has since made the initiative to pull it from shelves.

"In this instance, this particular card was created for, and addressed to, a loving husband—which the inside copy makes clear," representative for American Greetings said in a statement to INSIDER. "However, we now see that the front page, taken out of context, can communicate an unintentional meaning that we are strongly against perpetuating and is not consistent with our company purpose and values. We should do better in the future, and we will. We have notified our store merchandisers to remove the card from the shelves and apologize for any offense we've caused."

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